Lots of focus on skies, shadows, lights in presentation.
Apple’s iPhone has become more vital than ever to the company’s financial results following the introduction of Apple’s bigger screen smartphones a year ago. It has made up more than two-thirds of sales in the past several quarters since Apple released the 4.7-inch iPhone 6 and 5.5-inch iPhone 6 Plus last September. Typically, the iPhone accounts for closer to 50 percent of Apple’s revenue.
But worries have emerged that demand could be slowing down for Apple’s biggest moneymaker. The smartphone market overall isn't growing as fast it once did. Shipments worldwide should rise only about 10 percent this year, according to IDC, well below the 28 percent increase in 2014, with China shouldering much of the responsibility for that slowdown. That market has been maturing, as well as going through turmoil in its stock market amid concerns about an economic slowdown.
Cook, in a rare move, last month emailed CNBC host Jim Cramer to say that despite concerns in the stock market, Apple has "continued to experience strong growth for our business in China through July and August." He added that growth in iPhone activations has "actually accelerated over the past few weeks" and that Apple's App Store posted its best performance of the year in China during the past two weeks leading up to his letter.
You will zoom in on creepy bird eyes like never before
"So what's a 4K video. Higher degree of detail."
Notable that Apple didn't mention 4K with Apple TV but says iPhone 6S can shoot 4K video
So you won't be able to watch that movie on your 4K TV using an Apple TV?
4K is still pretty nascent, but it's growing really quickly. It's where all TV makers are going, and the adoption rate for that tech has been faster than previous new TV technologies
Also, 4K can't really be noticed on small screens. It's more noticeable on large screen devices
"New 5-megapixel FaceTime camera"
4k video: right now, hard to find ways to appreciate/use for a lot of people.
"As you know on the backside with our iSight camera, we have a great flash. TrueTone flash."
"we wanted to bring that technology to the front side for your FaceTime camera."
"we're going to use the retina display to be a TrueTone flash"
"This took some amazing engineering from the team."
"Engineered it so it will light up 3 times brighter even in low light."
The phone display acts as flash for new front-facing camera. Some phones already do this. But this claims True-Tone levels of accuracy.
"You're going to love taking photos with them."
"The one thing about the photos, if you look over time, the camera team has been doing great work year over year."
I'd say camera is the main feature people want in "new phone stuff"
"What are pictures? they're these magical moments frozen in time."
"With iPhone 6S and 6S Plus, you can now take even more stunning photos. What if we could do something more. What if you could press with 3D Touch on your photos and this happens."
When he pressed on the photo, it turned into a video or GIF
pressing in on photos animates them...with Live Photos.
"You take a photo like we're used to, then you press on it, and you see the water ripple, reminding you of the moment you took the photo. Street scene, you press on it and the cars begin to move. These live photos can have sound."
So, it's photo and video in one?
"When you go into your photo roll and swipe across them, you see a little bit of a moment of vitality, a sense of how alive they are."
"So how do you take a live photo? That's the amazing part. You don't do anything different."
"By default it's on. You just take pictures and now they're live photos."
Live Photos: automatic. Saves extra video/audio on top. Little icon activates/deactivates. Wonder what this does for file sizes. Saved as still images...
"These are still photos, they're not videos. 12MP high quality images ... but we extend the capture moment to just before and after you took it."